When people think about marketing, psychology doesn’t come to mind. But what may shock you is, researchers found a correlation between the two after various studies. This how the new term neuromarketing was created.
Now you may ask yourself, what does it mean?
Neuromarketing is a marketing strategy that is based on consumer’s physiological principles.
Masteradz team will explain this to you in simpler terms.
The brain plays a vital role when you make a purchase. It reacts depending on certain triggers.
For example, the color of your CTA button or the images on your landing page can affect people’s decisions and whether or not they make a purchase.
To know how to use neuromarketing in your favor, you need to optimize the triggers. Obviously, this can boost your sales.
Psychology is like people, it is complicated. So to have an impact on your customer’s psychology, it is going to be a challenge at first.
There are a few strategies you can use to get the results you want. In this blog I’m going to show you the strategies that I prefer.
Neuromarketing and Psychology
Before getting into the strategies, you need to understand more about the human brain.
After a lot of studies we know that seeing something beautiful catches our eyes.
Whenever someone sees a product with an attractive packaging, they want to touch it. These products trigger our hand movement.
This can’t happen on screens obviously. But marketers can still benefit from this idea.
For instance, web design can affect people in a positive way. The overall appearance of a website is a key factor in whether consumers make a purchase or exit the site.
People don’t like making tough choices. In one experiment, when people had to make a choice between purchasing a pack of gum or not to purchase anything, they chose not buy. But when they had to make a choice between two packs of gums with different prices, they chose the cheaper gum.
In psychology this is related to “analytical paralysis”.
If you make it easy for you customers to make a choice between your products, they will be more likely to purchase.
After understanding the basics of psychology, here are some tactics to boost your marketing strategy.
Create Content Based on Neuromarketing Principles
Neuromarketing is relatively a new field. The technology behind it is to track people’s blood flow when they respond to an audio or a visual trigger.
Using this, researchers examine and understand the deep part of the brain. Or what is also called the pleasure center. And the good thing is you can take advantage of the research already available without doing any on your own.
Let’s explain the different parts of the brain to see how it can work to your benefit.
The brain is divided into three “sub-brains”
- The New Brain
The new brain contains the neocortex of the brain. It is responsible for processing facts, language, and other skills. It is also known as the rational brain.
- The Middle Brain
It is responsible for all the emotions and memory. It is also known as the emotional brain.
- The Reptilian Brain
It is responsible for motor balance, safety, and survival instincts. It is also known as the instinctual brain.
Each part of the brain has a specific job to do to ensure your safety and survival. And every part releases a certain type of chemical depending on the trigger.
When someone sees something beautiful, the middle brain releases endorphins. If someone is worried, the reptilian brain triggers the fight-or-flight response.
How Can You Benefit From This?
But what does this mean for your marketing strategy?
Take a blog for example to see how you can structure it based on this information:
The structure is always important when writing a blog but it doesn’t only depend on the content.
The initial image matters. When the brain sees the overall appearance of an attractive landing page, the middle part releases dopamine.
When writing the title or headline in a way to tease the reader, the reptilian brain releases dopamine and adrenaline. On the other hand, negative titles do the opposite. They trigger fear and concern and the stress hormone (cortisol) is released.
Providing a solution to the problem though, releases endorphins and dopamine from the new brain to reduce the stress hormone. And for the cherry on top, when your call to action solves the problem, serotonin and oxytocin are released.
This is neuromarketing.
When you use how the brain naturally responds to a stimuli to create content that triggers those responses.
Stay away from negative headlines and structure your website or blog based on how the brain responds.
Typically, we buy from people we trust. Trust isn’t easy to gain and takes time to be established. When you use neuromarketing, it isn’t any different.
But now the important question is how can you build a relationship with someone you haven’t met?
This is how psychology can help you out with that. Using storytelling in your marketing strategy helps to build a deeper relationship. You relate with the customers and they feel like they can trust you.
Our brains are wired to retain stories not facts.
So how can we use storytelling to boost the sales?
Social proof is one of the best ways to do that. Sharing testimonials from other clients and showing how you helped to solve their problems can be beneficial. Also, sharing personal stories from the customers shows the others that you can be trusted.
Well…no not really.
Not all review and testimonials are equal. Some don’t help your sales. It all depends on the way you frame the social proof not the social proof itself.
There are two types of social proof you need to differentiate between. The first one is action-based social proof. It is when you show how many customers made a purchase. This may not always be as effective as preference-based social proof, which is the second type. It is when you point out what the consumers prefer people understand why they like your brand, products, or services.
Both strategies work.
It all depends on where the testimonials are placed. As well as which emotions they trigger. People like to see what other customers like rather than what they have. So focus on triggering the reader’s emotions for a more effective strategy.
And don’t forget to show social proof with a story and why people chose your brand.
Stay Consistent With Your Message
You may have heard consistency is key. Well it is true.
Also, you may have heard that it is cheaper to retain customers than to gain new ones.
And one way to boost your sales is to retain customers and stay consistent.
But not all businesses are using this method. 44% focus on gaining new customers while only 17% focus on retention.
For better results, this needs to be changed.
A lot of things need to be done to keep your customers. But one important thing that makes people stay, psychologically speaking, is a positive experience.
When they have a great experience and they love your brand and products, they stick with you.
Humans are creature of habit. They don’t like change. They like going back to something familiar.
Don’t get me wrong, this shouldn’t stop you from growing and changing over time. It is pretty normal to do that. But you need to do it right.
When you want to have a strong base with your customers, you have to be consistent. Change up once in a while but let your audience recognize your brand at all times.
Always go for a simple design that is easy to navigate through. And have a few colors and fonts for you brand. By this you create an identity to your business. This way if you make a few changes throughout the years, people can still identify your brand.
If they find your ad anywhere on the web, your identity will shine through and your audience will know it’s you.
It is beneficial also for retargeting and PPC ads.
So drive up your sales while building a relationship with your customers with your consistency.
Advertise Benefits to Decrease Fears
Neuromarketing doesn’t only work on headlines. Adding its’ principles into your landing page is a huge plus for any website.
When you read something on a website with “Want more traffic”
Psychologically, it triggers emotions.
Maybe you start thinking oh, how can I fix this? What do I want? And a little bit of fear kicks in.
But after writing something like this you need to give the audience an answer or a fix.
Follow this advice to get the best results.
The headline should be the trigger, the subheading should be the answer and the benefits should be on the page.
When you list down the benefits and values on your page, the reader’s brain releases chemicals. It also gives him a sense of selfishness.
People before making a purchase think “What’s in it for me.” This is why you should focus on what the customer needs not what you need from them.
Primal instincts and emotions are what make us take a decision before the rational mind kicks in.
This is why emotional triggers have a positive impact. So think about these points when creating your website.
List the benefits and relieve the fears at the same time to increase your sales.
Make People Curious With Neuromarketing
Every human being is nosy. This is something in our nature.
We love to know every detail possible before making a purchase. We want to know the full story.
And this is called in psychology, curiosity gap.
Have you ever wondered how can your headline attract more people? Well the answer is simple, clickbait.
Because of our curiosity, clickbait headlines work so well on us.
These headlines usually ask a question that you never knew you wanted to know the answer to. And you can use this to spruce up your content or your landing page.
This drives traffic.
But when you put a clickbait headline with a question you have to provide the answer to your reader right away,
If you don’t give them an answer, people will feel cheated and leave your site.
Always deliver on your promise. Otherwise the reader will feel misled and bummed in general.
Curiosity gap is great to get prospects into the sales funnel. Just make sure to always give an answer because no one likes to feel cheated.
After learning more about neuromarketing, using it as a tool to drive up your sales is a good thing for your business.
Now you can tell what people really want, how they make their decisions, how they see your brand, and what emotions drives them.
But don’t forget, people are unique. One tactic may work for one brand and doesn’t work for the other.
Think about these basic principles of psychology to try and boost your sales and build a relationship with your customers.
And always remember, if you convince the brain you convince the buyer.